Redefine Women – Host
Best Ad Campaign Winner
The debate around gender equality has continued to dominate headlines around the world, not least in this industry, where women continue to be woefully underrepresented in leadership and creative roles.
Host set out to create a campaign that highlighted a specific aspect of gender inequality, but importantly, one that created actual positive change as a result.
Host discovered that even the world’s biggest dictionary, Google Define, contained definitions which were inherently sexist and stereotypical in their portrayal of women.
With zero paid media support, the campaign received widespread media coverage in publications like The Huffington Post, The Times and Mashable, among many others – delivering $4 million in media value.
And the results were impressive. Google ultimately updated 16 out of the 18 highlighted definitions, removing sexism from 22 million searches per year.